It has taken a while, but publishers and marketers are discovering just how hard it is to maintain a successful blog. The Web, like any other thing consumers interact with, is a popularity contest. Good, thoughtful content doesn’t win. It doesn’t even matter. Nearly impossible to make money at it if you’re not one of the popular ones.
The answer? Sell out.
But like all things Web, first dress it up with a douchey term: “conversational media.” Social media gurus with too much time on their hands, but I digress.
Recently, Wired magazine launched a "conversational media blog” called Cloudline. Sponsored by IBM. You will recognize that name as one of the biggest cloud vendors around. With a “line” of cloud products and services to sell.
The right-hand rail of Wired’s Cloudline blog is all IBM content. Basically, IBM has brought its IBM.com cloud content page over to Wired. Soon, we will also see full blog posts written by IBM employees.
A blatant show of commercialism.
But back to that “conversational media” thing. Since no one will define it, I’m left to think everyone is referring to the comments section of a post as “conversation.” Which is really a f&cked up way to look at it.
Here’s an analog analogue to this digital conversation meme: I go to the town square and make a speech from a soapbox. I finish and walk away. One by one, three people get up on the soapbox and blurt some inanity, in response to my speech or maybe not, to the crowd. I come wandering back. Someone whispers in my ear what was said. I laugh and go home.
It might be media, but it ain’t no conversation.
For grins, Lairig Marketing will track the number and sentiment of comments on Cloudline and report back periodically.